RKCR/Y&R launches new charity Breast Cancer Now

There’s a new player on the crowded charity scene, Breast Cancer Now, the result of a merger between Breast Cancer Campaign and Breakthrough Breast Cancer. The new charity has the ambition of curing breast cancer by 2050.

It’s a difficult market for charities in the UK. Watching digital TV can sometimes feel like mental assault and battery as charity ad after charity ad (mostly competing to be more miserabilist than the last) lumber at you. Seemingly well-founded accusations that charities sell lists to each other to harry potential donors hardly help either.

Breast Cancer Now is launching with a proper film from RKCR/Y&R, not exactly a barrel of laughs (you wouldn’t expect one) but one which shows a glimmer of light at the end of the tunnel.

But what a bloody tunnel: 35 years? Will it really take that long?

Such a timescale isn’t the agency’s fault, of course. This is pretty impeccable charity advertising of the traditional kind.

MAA creative scale: 7.

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